And irrespective of whether they are products or services, sales are the essential part that allows the viability of a company in the first place. If this is this way, why Spanish companies give so little importance?

My mother comes for a few days in Barcelona and, having no space at home, I decided to go to Hotel Via Augusta – very close to my home – to see the rooms and ask for rate. Due to professional deformation, before going I looked online prices for the dates in question and got a price of 172 €. Arriving at the hotel and ask prices I got a rate € 20 more expensive for the same dates and the same room type. I told them I did not understand it was five minutes since he had seen on his own website – not on an intermediary – to 172 €. The answer was unclear and insufficient, trying to make me see that it was different allotments and offers …. after a babbling over the receptionist, I decided to finish the episode and went away without booking.

Yes, I have experience in tourism, much as revenue manager and quite giving classes at UAB distribution and, of course, this answer is incomprehensible. What kind of answer is this for the consumer? What reason is there for a service or product – the same and at the same time – give us different prices, when both are direct channels? The answer is, “this is not a answer”. However, although the distribution policy of this hotel is seen as wrong in its basic concept, this is not the reason for this post.

The reason is to point attention to what experience is being offered to a customer, potential or real, when approaching our brand, service or product. The way how an employee treats customers arriving at the establishment, how it offers the best possibilities are a part to the customer experience. The how that employee makes feel the consumer is part of that experience. From the “good morning” or “good afternoon”, to sales and post-sales customer everything is experience.